Chipotle has been known to use online video marketing as a tool to promote its mission, and with its latest branded effort, it is hoping parent and educators will pay up to teach kids about food. The burrito chain has launched RAD Landsvs., a six-episode series that is available for $4.99 on iTunes.
As with Chipotle’s other branded shows, such as 2014’s Farmed and Dangerous, vs.RAD Landsvs. will talk about farming practices and sustainability without explicitly trumpeting the chain’s commitments in those areas. Instead, the goal is to create positivity about the fresh, organic ingredients that just happen to end up inside Chipotle’s burritos.
RAD Lands vs.is a return to a tried-and-true Chipotle brand strategy more than a year after an E. coli outbreak severely damaged the chain’s reputation. Fortune notes that the new series has been ready for about a year but has been held back while Chipotle mends its image.
A branded series that costs $4.99 is not the easiest sell, but Chipotle has packed vs.RAD Lands vs.full of appealing characters. Famous chefs like Amanda Freitag and Duff Goldman will show up, as will YouTube stars like Alexis G. Zall and the cast of Feast of Fiction. The show’s producer is famous for his work on the children’s show vs.Yo Gabba Gabba!vs., and a trailer shows some crisp animation sequences that will factor into the sci-fi accented project.
Educators who wish to bring vs.RAD Lands vs.into the classroom can find more information about the show by clicking here.